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2020 Study of the U.S Market for Multivitamins

  • ID: 5214348
  • Report
  • April 2020
  • Region: United States
  • Multi-sponsor Surveys, Inc.

Users identify immune health and cardiovascular health as the biggest benefits they hope to achieve by taking multivitamins.  The 2020 Study of the Market For Multivitamins, 2nd in a series, is designed to investigate consumer attitudes toward and use of multivitamin supplements. This study examines market penetration and potential for the full range of multivitamin products, including those formulated for specific health conditions, life stage/gender, and newer options for customization.



Specifically the research examines:

Topics asked of all adults


  • Satisfaction with nutrient content of the diet and current use of dietary supplements
  • Past and current use of multivitamin supplements and/or age, gender or condition-specific combination supplements
  • Among non-current multivitamin users, reasons for not taking and likelihood of taking in future
  • Awareness of and interest in personalized multivitamin subscription services

Among multivitamin users


  • Nutrients and health benefits looked for in multivitamin supplements
  • Multivitamin brand awareness and usage
  • Satisfaction with the current brand overall and on specific attributes and key driver analysis to determine attributes with the strongest link to overall satisfaction
  • Description of multivitamins taken, i.e. clean label, formulated for specific health benefits/lifestage, etc.
  • Usage details, i.e. length of use, frequency of taking, time of day taken, etc.
  • Multivitamin form(s)  1) take most often,  2) preferred
  • Multivitamin purchase habits, i.e. outlets shopped, amount spent, frequency of purchase
  • Impact of physician recommendations on multivitamin use
  • Attitudes toward nutrition, supplements and multivitamins
  • Market segmentation analysis

Electronic Deliverables


  • Summary Volume - Written analysis in PowerPoint including Key Findings, Summary, and Market Segmentation.
  • Top-line Trends Volume and Excel Tabs - Trended top-line tables detailing findings from all questions, with Excel tabulation tables attached.

Add-on Option


  • Respondent level data file to allow for purchaser’s own analysis
Note: Product cover images may vary from those shown
  • Online interviews were conducted between January 31 - February 19, 2020, among a national sample of 1029 adult men and women, 18 years of age and older.  The methodology included an oversample of 747 past 12 months users of multivitamins.
  • Trends are included from a previous study conducted in 2018.  Where available, trends prior to 2018 are included from the analyst's Studies of Vitamin & Dietary Supplement Use; Nutrient Knowledge & Consumption; and Nutrition & Dietary Supplement Trends Tracker